Strategic Public Relations Campaign Plan forClean Art Tattoo Shop

Presented by: Symone Kidd of Life Creating Inc.

Consultant Background

Life Creating Inc. (LCI) is a public relations and marketing firm based in Greensboro, N.C focusing on customized strategic campaigns for businesses, non-profit organizations, sports entertainment, and fashion industry. Symone Kidd is the founder and CEO of Life Creating Inc. Symone Kidd has knowledge and skills drawn from four years of employment; her education; community participation and life experience. Her ability to quickly assess and comprehend a new situation, and her relaxed but effective communication ability makes Symone an ideal candidate for a wide variety of campaigns. LCI achieves results. They often add value by achieving more than originally envisioned.

Contents

The Company1

Situation Analysis & Audience

2

Recommendations3

Tactics & Evaluation4

The Company

OwnerEugene Ari McAdoo, also known as “Clean.” Greensboro native.

ShopMarch 2011 purchased the space at 1500 E. Market Street. Officially opened May 2011.

S W

T

Strengths

•Location•Quality of work •Background

Opportunities

•Well known•Bustling business

Threats•None

O

Weaknesses

•Promotion•Public Awareness•Shop attraction/appreance

Internal Environment

Clean’s mission with his shop is to provide professional work at an affordable price primarily for African American’s. His vision is to have multiple artists in his shop doing professional tattoos and earning profit on a daily basis 10am-close. There are currently two employees’ a manager/ shop bouncer and a piercer who are a part of the business.

Public Perception

Enhancing a relationship through communication to build a credible reputation as well as gaining visibility for potential clients.

SWOT ANALYSIS

Situation Analysis

• No constant or steady clientele. • Shop not well known by the community. • Owner is also the only artist.

Key publics

Enablers

Producers

Customers

• Current, casual, and potential clients. Shadow constituencies who are linked through customers who have gotten work done in the shop and can spread the word.

• Employees.

• Media and allies .

• African American’s• Skilled Artist• Local media – print and radio• Greensboro community• NC A&T students

Audience

Recommendations

Clean Art Tattoo can provide professional tattoo work that will give consumers quality art while being treated fairly through affordable prices.

Primary Goal

•Create awareness. •Increase clientele.•Generate a thriving well-known business.

Task Management Goal

•Increase revenue.•Provide quality tattoos at affordable prices for consumer market.

Reputation Management Goal

•Bring awareness of the shop by forming a reputation of work among publics.

PositionThe positioning is a positive light on the shop and the affordable quality of

work that is provided for clients.

Goals

Objectives• Generate interest by maintaining quality service.• Maximize the appeal of the shop to attract clients.• Create awareness of the shop and the professional work done throughout a course of 12 months. • Promote the shop over the course of 7 months to attract new clients while still targeting past clients.• Promote the shop over the course of 7 months to attract artist.• Have an impact on the media over the course of 7 months to increase awareness of the shop.

Key MessageAffordable does not mean down grading. Same professional

service like other local shops but the advantage of not being over priced or hassled. “Clean Art – the Freshest in the city.”

Communication

• Verbal.

• Nonverbal

PublicsAfrican American’s Skilled ArtistLocal media (print & radio)Greensboro communityNC A&T students

StrategyCreate weekly specials.

TacticRun in the paper. Announce on radio commercial. Send out in Mobivity text message. Create calendar. Post on website. Mention on twitter

PublicsAfrican American’sGreensboro communityNC A&T students

PublicsAfrican American’sSkilled ArtistLocal media (print & radio)Greensboro communityNC A&T students

StrategyRaffle for a customer to host a tattoo party at the shop.

StrategyProduce business cards to distribute.

TacticBuy tickets from Party-City. Offer raffle ticket to every paying customer. Run for one month. Announce winner on social media and website. Send winner notice. Follow winner one twitter.

TacticPrice cards. Design cards. Determine what information to put on cards. Carry cards at all times. Distribute.

Publics Skilled ArtistGreensboro communityNC A&T students

StrategyHost a tattoo and art forum to talk to publics (especially art majors) about the history of tattoo’s and owners background in the business.

TacticPrice student union. Create flyers and post around college campus’ and put flyer in paper. Announce on social media, website, and Mobivity text message. Take pictures of event.

PublicsAfrican American’sSkilled ArtistLocal media (print & radio)Greensboro communityNC A&T students

PublicsAfrican American’sLocal media (print & radio)Greensboro communityNC A&T students

StrategyProduce flyers, ads, and radio commercial to bring awareness of the shop.

StrategyProduce clothing with company name, slogan, logo to give to paying customers.

TacticMagazine, paper, and campus placement. Television commercial. Radio commercial. Create script. Create ad. Price ad and commercial spot.

TacticDesign clothing. Price items. Determine quantity. Pick colors that are appealing and unisex.

PublicsAfrican American’s Skilled ArtistLocal media (print & radio)Greensboro communityNC A&T students

StrategyCreate a twitter page.

TacticUpload content. Maintain on a daily basis.

PublicsAfrican American’sSkilled ArtistLocal media (print & radio)Greensboro communityNC A&T students

PublicsAfrican American’sSkilled ArtistGreensboro communityNC A&T students

StrategyCreate website and Facebook.

StrategyCreate a hard copy portfolio.

TacticBuy Wordpress account. Upload content. Maintain on a daily basis.

TacticBuy black portfolio books. Print off images of work. Place in shop for potential clients.

PublicsAfrican American’s Skilled ArtistLocal media (print & radio)Greensboro communityNC A&T students

StrategyCreate a Mobivity account to send text messages to clients about specials and shop news/updates.

TacticSet up account. Create keyword. Create message. Get clients to opt in.

http://cleanarttattoo.wordpress.com/

Evaluation

Evaluation

Evaluation

Evaluation